Presented BYMd .KamruzzamanStudent ID.  A4022794<br />
<ul><li>6.9% Sales decline for the last couple of years.</li></ul>Situational analysis with the chosen product-the MINI br...
<ul><li>Bavarian Motor works in English, more commonly known as BMW, produces motorcycle and upscale automobiles.
The German company  began in the early 1910 in Munich.</li></ul>Company and product overview<br />
Competitive strategy<br /><ul><li>This is basically organizational agenda over its rivals in the product it sells and serv...
The giant car company strategically pursues ‘Differentiation’.
The principal of strategy is- “Producing cost is not a big deal but the unique product”. Like the MINI of BMW.</li></li></...
Strong competencies in customer service, distribution and technologies are the focal point here.
For instance- the MINI brand of BMW.</li></ul>Growth Strategy<br />
<ul><li>6.7% sales down in 2007(U.S.A)
16.9% down in March 2008(U.S.A)
Vice- President of Mini USA Mr. Jim McDowell said that- MINI sales are still tracking below just the gap has remain stable...
<ul><li>Size and unique style
Successfully executed in its initial launch in 2002
There are over 2.7 billion different ways to customize a MINI</li></ul>Strength of the MINI brand<br />
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Situational analysis with the chosen product the mini brand

  1. 1. Presented BYMd .KamruzzamanStudent ID. A4022794<br />
  2. 2. <ul><li>6.9% Sales decline for the last couple of years.</li></ul>Situational analysis with the chosen product-the MINI brand of BMW<br />
  3. 3. <ul><li>Bavarian Motor works in English, more commonly known as BMW, produces motorcycle and upscale automobiles.
  4. 4. The German company began in the early 1910 in Munich.</li></ul>Company and product overview<br />
  5. 5. Competitive strategy<br /><ul><li>This is basically organizational agenda over its rivals in the product it sells and services it offers.
  6. 6. The giant car company strategically pursues ‘Differentiation’.
  7. 7. The principal of strategy is- “Producing cost is not a big deal but the unique product”. Like the MINI of BMW.</li></li></ul><li><ul><li>Operational skill is the foundation of a growth strategy.
  8. 8. Strong competencies in customer service, distribution and technologies are the focal point here.
  9. 9. For instance- the MINI brand of BMW.</li></ul>Growth Strategy<br />
  10. 10. <ul><li>6.7% sales down in 2007(U.S.A)
  11. 11. 16.9% down in March 2008(U.S.A)
  12. 12. Vice- President of Mini USA Mr. Jim McDowell said that- MINI sales are still tracking below just the gap has remain stable.</li></ul>Declining stage of the MINI brand<br />
  13. 13. <ul><li>Size and unique style
  14. 14. Successfully executed in its initial launch in 2002
  15. 15. There are over 2.7 billion different ways to customize a MINI</li></ul>Strength of the MINI brand<br />
  16. 16. <ul><li>Size and consumer’s confidence
  17. 17. Because many people see the size and don’t feel confident in the performance of the vehicle
  18. 18. This is the unique car, but that doesn’t mean certain people should feel excluded from owning one. </li></ul>Weakness of the MINI Brand<br />
  19. 19. <ul><li>MINI is not “trendy” but a trendsetter.
  20. 20. Highlighting diversity and originality of the product
  21. 21. The MINI also appeals to a wide range of people
  22. 22. This allows the mind set of the American public to change.</li></ul>MINI’s opportunities <br />
  23. 23. <ul><li>The price itself
  24. 24. The giant car company BMW is well-known as the expensive for its products in the market.
  25. 25. That’s why Mini’s target customers are only a certain type of people (who can afford definitely). </li></ul>Threat for the MINI brand<br />
  26. 26. <ul><li>Social survey- questionnaire, interview (Informal or structured) and participant or covert (masked identity)
  27. 27. Observation and participant or covert(masked identity)
  28. 28. It is very difficult to do the primary research within very short time but still the paper has tried by using telephone and e-mail. </li></ul>Primary research technique<br />
  29. 29. <ul><li>These data has been existed in different sources such as various books, journals, articles and so on
  30. 30. Secondary data is sufficiently effective to understand the research topic
  31. 31. The author collects information from various relevant sites and sources.
  32. 32. Finally plenty of books from the LSBF rich library. =</li></ul>Secondary research and technique<br />
  33. 33. <ul><li>It is crystallized that MINI faced decline stage of the product cycle
  34. 34. Strategically the brand doesn’t care cost but the quality of the product
  35. 35. Finally the BMW has taken various projects to receive its unique MINI </li></ul>Conclusion<br />
  36. 36. <ul><li>Brennan R. (1995) cases in Marketing Management, London, Pitman Publishing.
  37. 37. Dr. Brassington F. & Dr. Pettitt S.(2007),Essentials of Marketing, Edinburgh Gate, Pearson Education Limited.
  38. 38. Tayeb M.H. (2005), International human Resource Management: A Multinational company Perspective, New York: OXFORD University Press.
  39. 39. AUTOSPIES: BMW Sales Make A Titanic Drop of 29.5% In September- Mini Drops 6.9% January 2008
  40. 40. Acadgrmmar/report: Primary and Secondary research.</li></ul>References<br />
  41. 41. Thank You very much<br />

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